Melbourne Convention and Exhibition Centre (MCEC) Acknowledges the Traditional Owners of Narrm, the Wurundjeri Woi Wurrung people of the Kulin Nation. We pay our respects to their Elders past and present, and to Elders of all First Nations communities that visit MCEC.

Back to Stories and ideas

MCEC Is the Home of the Unconventional

Melbourne Convention and Exhibition Centre (MCEC) has partnered with FutureBrand Australia to transform its market position by becoming the ‘home of the unconventional’.

Having been a leader in the industry for 25 years, MCEC is excited to announce its new direction, based on the business strategy 2021-24 and its key priority areas of: people, financial sustainability, community pride and new markets and products.

Peter King, Chief Executive MCEC said the refreshed brand embraces MCEC’s ambition to be the best, to lead and to innovate, while bringing real value to customers and the community.

“We connect people locally and globally to share, collaborate, learn and inspire. And we do it at a personal level, to build real relationships. We create memorable events - big and small, in-person and online - that drive thinking, activity and economic growth.

Our brand is our personality. It’s what we live inside our doors and what we bring to Melbourne and the world. It’s who we are and who we want to be.”

MCEC faced the challenges of 2020 by using it as an opportunity to reimagine its business, and as a result, emerged as forward-thinking leaders, using its space in new ways like training guide dogs, opening Australia’s first Drive In(Door) Cinema and even using empty exhibition bays as a Hollywood film set, starring Liam Neeson.

It became clear that MCEC needed a brand that reflected the exciting new chapter it had carved for itself in the face of adversity and so has partnered with FutureBrand Australia to create and deliver the brand’s transformation.

On MCEC’s new positioning, Rich Curtis, Chief Executive Officer for FutureBrand Australia said:

“MCEC is an experience that extends far beyond the four walls of a traditional event space. Our work is focused on how we position and design the brand in ways that don’t reinvent it, but in fact strengthen it to surface their unconventional approach, showing what makes MCEC and their people truly special.

“With the impact of COVID and how it has helped realise MCEC’s strengths in creativity and innovation, we created an identity that is meaningful, useful and beautiful both in physical and digital arenas.

“Ultimately, our work with MCEC embodies FutureBrand’s fundamental belief that while brands are created with purpose, they are defined through experience.”